What disclosures are required for discount pricing claims?

Question

As an e-commerce business owner, I'm confused about the legal requirements for advertising discount pricing. I want to ensure my marketing claims are transparent, accurate, and compliant with consumer protection regulations. What specific disclosures do I need to make when promoting sales, comparing original prices to discounted prices, or creating percentage-off promotions? I want to avoid potential legal issues and maintain customer trust while effectively marketing my products.

Muhammed Tüfekyapan · Accepted Answer

Required Disclosures for Discount Pricing Claims
Consumer protection regulators apply a "clear and conspicuous" standard: material terms must be presented in a way that a reasonable customer would actually see and understand. Disclosures buried in footnotes or linked-away terms do not meet this standard.

What Must Be Disclosed

Claim TypeRequired DisclosureWhere to Show It

"X% off" claimOff what reference price, which products applyNear the claim, not just in T&Cs
Limited time offerExact expiration date and timeIn the offer itself
Minimum purchase requiredThe threshold amount and currencyBefore customer adds to cart
New customer onlyEligibility restrictionIn the offer, not just T&Cs
Influencer promo codePaid partnership / #ad disclosureAt the start of content, prominently

Clear and Conspicuous Standard
The FTC's clear and conspicuous standard requires that disclosures be:

Close in proximity to the claim they modify
In a font size and color that's readable (not 6pt grey text)
Not contradicted by other elements on the page
Available before the purchase decision (not only at checkout)

A practical test: would a customer feel misled if they only read the headline claim and not the fine print? If yes, the disclosure isn't clear and conspicuous enough.

What disclosures are required for discount pricing claims?

TL;DR - Quick Answer

Complete Expert Analysis

Required Disclosures for Discount Pricing Claims

What Must Be Disclosed

Clear and Conspicuous Standard

Turn This Knowledge Into Real Revenue Growth

+32% Conversion Rate

60-Second Setup

14-Day Free Trial

Muhammed Tüfekyapan

Continue Learning

How do I write a Mother's Day cart abandonment recovery email?

What is the best timing for a Mother's Day cart recovery email?

Should I offer an extra discount in my Mother's Day recovery email?

Use Cases

Claim Type	Required Disclosure	Where to Show It
"X% off" claim	Off what reference price, which products apply	Near the claim, not just in T&Cs
Limited time offer	Exact expiration date and time	In the offer itself
Minimum purchase required	The threshold amount and currency	Before customer adds to cart
New customer only	Eligibility restriction	In the offer, not just T&Cs
Influencer promo code	Paid partnership / #ad disclosure	At the start of content, prominently